the future is marketing to marketers

marketers as

a) consumers

With empowered consumers, or like trendwatching calls them in their briefing SELLSUMERS, the future smiles to those who can help consumers become marketers.

The web is a platform, a means to an end, and applications that help people create, showcase, share and finally sell their own products and stories are springing. See Threadless—Blurb—Lovely Charts—Springspotters-the Doritos Superbowl Ad contest, etc.


b) traditional communications professionals

On a slightly different note, in this age of participation there is a very heavy involvement of advertising, marketing and communications professionals in the conversation. Their voices are already heavily represented on sites like blogger-slideshare and twitter, social media has an amplifying effect for them. Whether this is fair or not for the true-consumer it's undeniable that it represents more opportunity. And so business like the Chartbeat-Veer-iStock- creative circle and so continue to succeed.